The campaign, which includes TV, print and online, builds on a father-son relationship. UPS is able to speed up the father’s SME delivery business, so he can spend more time with his son. The TV spots feature Chinese actor Zhang Fengyi in his fourth UPS campaign. It was developed by McCann Erickson and Universal McCann, with online elements by MRM.
“We want to highlight our value preposition as total logistic service and not just an express delivery company,” said Sock Hwee Tan, director of communications at UPS Asia-Pacific. “Our successful Beijing Olympic sponsorship has become our brand asset to help us grow in China, to differentiate from major competitors like DHL, FedEx and TNT.”
The online campaign consists of a microsite, along with banner ads at the SCMP and Yahoo websites. The Chinese taglines ‘Every second counts’ and ‘Punctual arrivals’ are being used to reinforce UPS’ expertise.
